As a coach and Master Duct Tape Marketing Consultant, I support solopreneurs, entrepreneurs and small business owners with soul in loving their businesses and their marketing.
One of the marketing strategies I often talk about is thought leadership. Why? Because it’s a marketing strategy that is all about being unique, being authentic, being yourself, telling your story, and sharing your point of view – in a consistent and systematic way. Which is a great fit for the types of clients I often work with – life coaches and and other entrepreneurs with soul.
But, most of the small business owners I talk to don’t think thought leadership is for them. They often think it’s just for big businesses, is super complicated, requires a lot of money and resources, and is simply out of their league.
So when I met with three of my fellow Duct Tape Marketing Consultants Ray Perry, Laura Lorenz, and Kelly Weppler (Duct Tape Marketing is the world’s leading small business marketing consultant network founded by thought leader John Jantsch) at last year’s conference, we started talking about why so many small business owners weren’t embracing thought leadership as a strategy – and what we could do about it.
We realized that while there are a lot of books, information and writing on thought leadership, most of it is theoretical, academic and high level. There was nothing we could find that outlined in clear and simple way:
- The tangible and real-life benefits small business owners can get from thought leadership
- A practical and step by step guide to actually DOING thought leadership
Since the premise behind Duct Tape Marketing is “practical”, we decided that we should be the ones to provide solopreneurs and small business owners with a practical, step-by-step guide to DOING thought leadership.
And that guide launched today – you can read all about it on the Duct Tape Publishing Site at http://ducttapepublishing.com/book/do-leadership/ and buy it on Amazon at https://www.amazon.com/Do-Leadership-Thought-Solopreneurs-Business/dp/1533676038. Once you buy the book, you will also get access to all the worksheets and examples that come with it.
There are many definitions out there on thought leadership, but at a simple level it’s all about positioning yourself as a leader in your subject area by demonstrating and sharing your unique point of view, values and expertise – and consistently answering your customers’ biggest questions.
At a practical level, you do this in three steps (which are outlined in more detail in the book):
- Develop a Thought Leadership Mindset (this means you understand your unique point of view and know what you’re going to talk about)
- Build a Thought Leadership Foundation (this means you create your core messaging and materials that communicate your unique point of view – such as your marketing kit, website, social media pages, etc.)
- Activate Your Thought Leadership System (this means you create a system to consistently share educational information and content about your unique point of view through your blog, social media posts, speaking, articles, etc.)
The reason I am so excited about this book is because it gives small business owners on limited budgets the ability to put a marketing strategy in place that is really more about being smart, being themselves, and putting in the time and effort – than spending a lot of money. Better yet, it’s a strategy that’s incremental – that means it keeps working for you over time. Unlike an ad that you pay for once and it goes away, all of that great content you put out stays there.
If you want to learn more about how you can use this strategy for yourself, buy our new book “Do Leadership: A Step-by-Step Guide to Doing Thought Leadership for Solopreneurs and Small Business Owners now: